ABSTRACT
The High End dimension addressed in this chapter involves marketing communication at the level of both mass media and grassroots buzz. One has to mix retail with other marketing communication activities such as PR to viral marketing and never forget the crucial quality of human interaction in the face-to-face contact between customers and their brands. However, in order to capture more market share and improve the profitability in Hong Kong, the Heineken brand expanded the distribution to all channels including low-class catering outlets. Many High End brands in fast-moving consumer goods (FMCG) are distributed in mass retail. Markus Langes-Swarovski's advertising offered the opportunity to analyze classic, image-driven, mass-media communication in the High End. It is easy to launch a global advertising campaign with the generous budget required for mass media. While marketing communication works today, it is difficult to predict how this will play in the future.
